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De Liu


Carlson School of Management

De Liu

Associate Professor, Information and Decision Sciences

De Liu is an associate professor of Information and Decision Sciences at the University of Minnesota’s Carlson School of Management. He received his PhD in Management Science and Information Systems from the University of Texas at Austin and both his master and bachelor degrees from Tsinghua University. Before joining the faculty at Minnesota, he was an Alan F. and Irene Bloomfield Associate Professor at the University of Kentucky’s Gatton College of Business & Economics.

His research is motivated by paradigm shifts brought by innovative use of information technologies, data analytics, and online platforms, in domains such as digital advertising (including sponsored search, display, and mobile advertising), innovative peer-to-peer markets and communities (e.g., peer-to-peer lending, crowdsourcing, social shopping, and user-generated content), and gamification (e.g., in online education and health). His research strives to understand the underlying mechanisms and drive design implications for these markets and platforms.

His research combines large-scale data harvesting and deep analysis to drive insights on user behavior and market design, such as the role of friendships in determining an individual’s probability of lending in peer-to-peer lending markets, the impact of different selection methods (expert rating versus crowd voting) in crowdsourcing contests, and the role of competition in gamification designs. He also uses game theory modeling to derive market design policies, such as optimal ranking and allocation methods for sponsored search auctions, and optimal prize allocations for consumer contests, and pricing schemes for display advertising. His recent research involves developing experimental mobile apps for wellness gamification that allow him to test ideas related to social influence and behavioral economics.

His research has appeared in top-tier journals in both information systems and marketing fields. He currently serves as an associate editor for Information System Research and for Journal of Organizational Computing and Electronic Commerce. He received best reviewer and best associate editor awards from Information Systems Research. He currently teaches MBA and Master of Science in Business Analytics (MSBA) students on data management, business intelligence, and big data, and serves as the PhD coordinator for Information and Decision Sciences.

Related Publications

Liang Chen, Pei Xu, and De Liu. Experts versus the Crowd: A Comparison of Selection Mechanisms in Crowdsourcing Contests, Working paper.

De Liu and Siva Viswanathan. Information Asymmetry and Hybrid Advertising. Journal of Marketing Research, 51(5):609–624, 2014.

De Liu, Daniel J Brass, and Dongyu Chen. Friendships in Online Peer-to-Peer Lending: Pipes, Prisms, and Relational Herding. Accepted at MIS Quarterly, 2014.

De Liu, Xun Li, and Radhika Santhanam. Digital games and beyond: what happens when players compete? MIS Quarterly, 37(1):111–124, 2013